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Founded by Guccio Gucci in Florence, Italy in 1921 and now have 550 stores
Is part of the Kering group conglomerate
Creative director is Alessandro Michele
The famous green and red strap was created from a leather shortage during WW2
Their target demographic is upper class men/women 20-50 years old
Noel is a single 22 year old socialite from New York. She comes from a small family with a surplus of disposable income so she never cares about product costs. She loves to shop in store for furs and expensive clothing. She likes the human interaction of brick and morter stores because they can tell her if the outfit is cute or not.
Noel researched on the internet many luxury brands and saw what they have to offer.
She landed on Gucci's website and searched through their merchandise online and picked a few favourites
She also asked her friends for their opinions and what their favourite luxury brand store were.
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Noel was tended to by a sales associate throughout her whole shopping experience and they showed her around the store. She felt like the store was almost exclusive- which she loved.
She was able to recieve immediate feedback by her friends and the sales associate.
She eventually found a beautiful fur coat, leather pants and fur lined loafers for her outfit.
Noel was very happy with her selections and decided to check out.
The check out process was seamless and there were no complications
Noel recieved a reciept of her purchase and gathered her items and exited the store.
After her purchase they even offered a free fur cleaning service.
Noel was so pleased with her purchase that she already made plans to go back and buy a purse that she had seen.
She alerted her friends about her experience and noted that htey should also check out the store.
Noel recalled having such a good experience at the Gucci store that she made a point to only get her furs from them and even posted her experience on Facebook.
Servicedesigntools.org. (2017). Customer Journey Map | Service Design Tools. [online] Available at: http://www.servicedesigntools.org/tools/8 [Accessed 5 Oct. 2017].
Anon, (2017). [online] Available at: https://www.quora.com/What-does-sociodemographic-mean-How-is-it-used-in-social-sciences [Accessed 5 Oct. 2017].
Yelp. (2017). Gucci - The Strip - Las Vegas, NV. [online] Available at: https://www.yelp.com/biz/gucci-las-vegas-2 [Accessed 5 Oct. 2017].